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Chipotle's Fake Hacking
By: Jessica Cherok
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Last Sunday, Chipotle faked a hacking of its Twitter account. But why?

Probably because they gained 4,000 followers that day, and had almost 12,000 retweets. Chipotle isn’t the first company to fake a Twitter hacking. After the legitimate hackings of Jeep and Burger King’s Twitter accounts, both MTV and BET staged hackings of their accounts.

Chipotle has openly admitted to the fakery, and said the whole thing was part of their 20th anniversary promotion. Pretending to be hacked is a slippery slope. Deceptive social media pages and campaigns are frowned upon, and usually result in a groundswell of anger from the public.

Chipotle, however, seems to be faring well since admitting they were behind the whole thing. Since the whole event was meant as light-hearted fun, it’s likely Chipotle won’t suffer much backlash, especially considering that they are the ones that outed themselves about the tweets being fake.

Still, this trend could become incredibly annoying if more companies try to jump on the bandwagon. No one likes to be tricked, especially repeatedly and for the purpose of increasing corporate promotional reach. Fool me once, you’ll get a retweet. Fool me twice, you’ll be unfollowed.

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About the Author
Jessica Cherok is an advocate for online privacy, campaigning for ethical data practices and the protection of personal privacy.
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